On Sale

This Friday, the month long run of Wicked at Proctors will go on sale.

It sounds sort of simple, maybe even a bit manipulative, but for us, it is sort of like landing on the moon.

First off, many years ago we made the decision to handle our own ticket sales rather than continue to contract an external service provider (Ticketmaster or Tickets.com). We knew our patrons quite well, knew that we provided very personal service, and we were uncomfortable with the level of per ticket fees that these service providers charged. Most of Proctors ticket buyers were repeat buyers. Charging high per ticket fees just to get a ticket seemed wrong.

This decision, though, had huge ramifications. We had to find a ticketing system that could perform all the special services that the big boys could provide (web based ticketing, print at home tickets, coupon codes, scanning at the door) and both learn it and host it well.

The truth of a performing arts center like Proctors is that it must be capable of doing things inexpensively when the demand is low (cooling when there are no shows, ticketing during summer slow hours, having resources idle when needed) AND be capable of turning those resources on quickly when the demand is there (2600 people coming into the main theater in an hour, space for 20 trucks and space to unload them, the ability to go on sale for something like Wicked).

So, we have been planning, testing and implementing technologies for over two years preparing for this Friday’s on sale. Adequate internet capacity, enough equipment that could “listen” for the internet requests of hundreds of simultaneous online buyers. A phone system that could, if needed, allow 30 people to become part of the box office as well as the training and expectation management of staff normally doing other jobs to be able to “jump on” as needed. Redundancy and backup systems for everything should there be a significant problem. All hands on deck.

It has involved service providers, IT staff, box office, development, marketing and maintenance. It has required intense coordination of needed components to get to the big day. Its coming soon and we are practicing all the way there with large advance sales.

Right now we have 15 people on hold in a queue and 15 folks answering calls. Earlier there were 30 people on hold. No one has waited more than 10 minutes or so. They are getting Proctors people; people who know the facility and know many of the patrons.

Its part of how we try to keep you coming back.

Like the lunar landing, we must be successful, there are no alternatives.

Thank you for all of the efforts that go into keeping Proctor’s a wonderful attraction in Schenectady. We do appreciate the people who service the ticket office-for the big shows as well as the bargain movies. And mostly, now we can really appreciate how much work goes into allowing patrons to escape the exorbitant ticket fees that are the norm for other venues in the area. Thank you!

Just got my pre-sale tickets to Wicked online today! Love the fact that I got four tickets with a service fee that only totalled $6!! That is less then the service fee I paid for ONE ticket to SPAC this summer! I also have purchased three other shows online in the last year and love the fact a map on the venue shows exactly where the seats are and you are able to decline the seats and ask for different ones! KUDOS to you and your team!!

Dear Mr. Morris — my wife and I just bought tickets for Wicked, and we are indeed big Proctor’s fans. But can you explain why there is an Internet fee in the first place? While it is less than other venues, I was always under the impression that buying something online saved an organization money, not increased the costs. We are not, for example, taking the time of a ticket agent. I’m confused. This is a terrific show and I won’t miss it, but I’m bewildered by the fee.